Radio X – Re-Brand (Formerly Xfm)

With listener behaviour and formats evolving rapidly, radio brand XFM needed a complete overhaul. The brief called for a modernisation, taking into consideration any brand equity and intrinsic qualities the old brand may hold.

Retaining the extended ‘kicker’ in the X, the new logo was informed by symbolism synonymous in music environments. The green of the X was retained, though a different hue was specified as a more modern gesture.

The guidelines allow the logo to be integrated with images via a series of cross-hatch patterned backgrounds that give the identity dynamism, flexibility and ammunition for roll-out and ongoing brand collateral.